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Richard Lobo

by the CBS-owned station in New York City, and he offered Lobo a job as a reporter. For three years, Lobo covered major news stories such as the civil rights movement and the John F. Kennedy assassination until a news director told him, "You really stink on-air." But Lobo's news judgment was appreciated, so he moved into management. During the next 23 years, he worked as news director, program manager and general manager at some of the top stations in the country in New York, Cleveland, Denver, Chicago and Miami. In New York, he helped develop the "Live at 5" concept, a local news-talk format that became popular nationwide in the 1970s. In Chicago, he hired: young unknown from Georgia named Deborah Norville, who would eventually achieve national fame. He came full circle to WTV] in Miami, where he once was a lowly intern. While there, he guided the station through award-winning coverage of Hurricane Andrew and hired reporter Kerry Sanders (now with NBC) away from WTVT. In '94, he accepted an appointment by President Clinton to head the Office of Cuba Broadcasting, which oversees broadcasts to Cuba via Radio and TV Marti. He tried to bring higher journalistic standards to the agency but left after 15 months because he didn't like the politics and infighting over America's Cuba policy. Lobo says that when he left commercial broadcasting, he was disillusioned with where the industry was headed. "The state of public affairs and I news coverage was disappointing," he says. "News had gotten very soft, and profits were more important than public service, so it was disheartening. Public television has a chance to address the things that commercial broadcasting has abandoned." Reporter Walt Belcher can be reached at (813) 259-7654. Florida's AUG 30 TAMPA DECORATING Trends Designs Colors • Appliances • Furniture: Accessories LANDSCAPING • Gardens and Lawns • Nightscaping • Waterfalls/Ponds/Decks Showcasing WHAT'S • LEARN from the experts • DISCOVER European • EXPERIENCE Futuristic • ENJOY Garden & • EXPLORE 2003 Lifestyles • HEAR Stephen Marq - FALL IN LOVE WITH Friday 11 am - 8 Saturday 11 am 8 Sunday 11 am - 6 Monday 11 am - 6 Admission $7.00 Seniors $6.00 Children under 12 admitted FREE with pm pm pm pm adult. Turner Exposition RICHARD LOBO Continued From Page 1 which must be done by May. "We're heartened that pledge drives are doing little better this year," he says, adding that the budget will still be tight, hovering around $6 million when he presents it in September. An Energetic Communicator Liz Sembler, WEDU board chairwoman, says that in just the three months Lobo has been at the helm, she has felt a difference in energy and enthusiasm at the station. "We still face tough financial times ahead, so we were looking for new ideas, and when we saw his [Lobo's] résumé, we couldn't believe that we could be so fortunate," she says. "We needed someone with a keen sense of budgeting and finance, and someone with a commercial broadcasting background would have that. He has this intense desire to make the station a part of the community and not just a funnel for PBS pro- gramming." Lobo says he is excited about getting out into the community and trying to find new income resources. One of his dreams is a magazine show that would cover cultural events in the Bay area. "We can't afford it now, but someday I'd like to see a program modeled after Charles Osgood's 'Sunday Morning' show on CBS but devoted to local stories," he says. To help bring in more money, Lobo has hired Larry Jobek, former sales manager at WFTS, Channel 28, as the new director of corporate underwriting. He is making corporate sponsorship a top priority. "We also have to get back into local production because that is what brands us and, in the future, it is what will make us unique,' Lobo says. "I think we also can do more with informing viewers about local and state politics with events such as televised debates." To that end, the station has scheduled interviews with all the candidates for Florida governor, to air on Sept. 5. Paul Grove, WEDU director of program development, calls Lobo "exciting to work with" and a "dynamic motivator" who is full of ideas. "He's got everyone energized, and he makes you feel good about working at Channel 3," Grove says. Grove and other employees were impressed recently when Lobo rolled up his sleeves and pitched in during the August pledge drive. Writer, Editor, Debator Challenge is something Lobo thrives on. He didn't learn English until he entered elementary school at Our Lady of Perpetual Help, where the nuns tried to force him to write with his right hand because "the devil was in the left hand.' At Jefferson Senior High School, Lobo was editor of the school paper and a member of the debate team. "As far back as I can remember, I wanted to be in communications, in radio or newspapers," he says. "This was before television became popular, so radio was my entertainment." He attended the University of Tampa but transferred to the University of Miami in 1955 because, he says, it had a better journalism school. A cousin who was a sportswriter at the Miami Herald got him a part-time job as a copy boy (or errand boy). One of his Miami professors was legendary WTV] news anchor and news director Ralph Renick, who hired Lobo as a reporter and photographer in 1957. Being the only employee who could speak Spanish, Lobo quickly worked his way up and joined Miami's WCKT (now WSVN), where he covered the Cuban revolution and rise of Fidel Castro in the late 1950s and early 1960s. He left to join Louis Benito Advertising in Tampa as a promotion director and, in 1962, he took over promotion of WTVT, Channel 13. A year later, the Channel 13 news director was hired away
Article from 30 Aug 2002The Tampa Tribune(Tampa, FL)
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